Meta is about to change Facebook Ads forever (don't get left behind)

0:00Okay, this is a big one. Perhaps the most important Facebook ads video I've ever done because the AI era of Facebook and Iniscar advertising has truly begun. So, it begins. And what Mark Zuckerberg wants to do to meta ads to Facebook and advertising, the changes he wants to make to the ad platform are honestly mind-blowing. I have lots of people reach out recently asking for my opinion on what Mark said and the changes that are likely to happen to Metataz. They

0:26know I have contacts within the company. have just gotten back from the performance marketing summit in San Jose where Meta shared tons of very interesting new AI features amongst other things that I'll be telling you about. So, in this video, I want to go through what Mark said, what Meta's plans are with their ad platform and what that's going to do to us Meta advertisers, the impact it's going to have, whether you work in the industry in an agency or you run meta ads for your own business. Big changes are

0:51definitely coming. Let's go through it. So, let's start with the bigger picture and then we'll get into the specifics of what's coming. I've got a bunch of notes, things to run through because this really is a seismic um change when it comes to the advertising industry. So, recently Mark Zuckerberg said that Meta aims to fully automate ad creation using AI. Now, we've heard that sort of thing before, but we've now got more details and there's some other added bits that really are kind of crazy. So,

1:16sort of how would this work in practice? Right? So, Met have provided us with some more information since he made those comments on on what that would look like in in uh in the real world. Right? So, a brand would present an image of their product to Meta, basically. Here's an image of my product. They would let Meta know how

1:33much they're willing to pay to sell it. So, they provide budgetary information basically. And then Meta would handle everything else, right? So Meta would handle the delivery and targeting which to be honest they do for the majority of advertisers now because if you're going with default settings and open targeting even if you're using advantage plus campaigns and you're providing some targeting options as suggestions you're still using Meta's AI to handle most of the delivery and targeting. So we're very much there already with that part of of advertising. We've been moving steadily towards that um over the last number of years. Okay. So meta would handle all of that sort of stuff but

2:09also handle the ad creation part, right? So they'd write the ad copy. Again, we've already got a bit of that in place. So when you add in a headline variation, primary text variations, meta is often going to suggest alternatives. So that's AI writing ad copy. Uh meta would turn the image that you provided of a product into image ads. So add things around it, add, you know, text

2:29overlays and different backgrounds. Again, these are features that to some extent already exist, although they they can be improved and and will be, I'm sure. But also take that product image and turn it into video ads. Very basic options of this are available now sort of within ad platform. So you can take images and turn it into like a slideshow style video. Um, but Metal wants to go one stage further and you present a product image and Meta can completely turn that into a video. I'm imagining this is going to include things like AI created UGC style ads where you know the image of your product is used to have

3:02this completely create AI created UGC um piece of content where someone is talking about the product and just like a UGC ad. I'm sure you're familiar with with how these sorts of things work, right? Um that is that is yet to come but it's part of the plan for sure. And then Meta wants to take this a step further and this is the part that makes total sense once you hear about it but very few people sort of predict it ahead of time is they want to personalize the ad creation process for each individual so that person A will see a different ad to person B who will see a different ad

3:35to person C will see a different ad to person D on and on and on. Now obviously we can add in multiple ad variations now ourselves and different ads may be put in front of different people depending on which meta thinks will get the best result put by being put in front of that person as in ad A might get a better conversion rate advertised to person A whereas ad B might get a better

3:54conversion rate advertised to person B. That's often why ad spend is distributed across your ads. Um sometimes in a way that doesn't always make the most sense when you just look at the cost per result within your ad account. That's part of the reason why what I just described there. But this is talking about do it for every individual. Not having say five different ads in an ad set, but having if there's 500,000 people that you advertise to, you might have 500,000 variations of an ad. And what that allow Meta to do is be really smart about creating ads that are tailored to the individual that are much

4:27more likely to get a reaction, much more likely for the person to feel like that is perfect for me, which is we know a really important part of convincing someone to take action to purchase, become a lead or whatever. So me given us an example, right? So let's say you're advertising a car. someone who lives in a city in an inner city, they will see the car being driven around city streets because that's most likely how they're going to use it and that's what's more likely to get them to take action. More likely to get them to think that car is perfect for me. Whereas someone who lives in, say, a mountainous

4:56region might see it driving on a snowy road up a, you know, a steep road because that's what's going to convince a person, okay, yeah, that's suitable for the sort of place that I live in. And you can imagine infinite variations of that and that apply to all different types of products or services, right? And here's another really interesting part to all this is that Meta have now come out and said that they plan to do this. They plan to have this fully automated AI creation process live and available within the next 18 months. So by the end of 2026, which is an insanely short time frame and yeah very very

5:33interesting for those of us in the industry. So running through this and this is what Meta have said. This sort of brings up a bunch of questions. I think this is what people want me to to respond on. Like I said, got contacts within within Meta, been operating in this industry forever. Um, speak to Meta advertisers all the time, very much sort of embedded in this space. So, I've got I've got quite a few thoughts around this. So, the first question I think that needs to be answered once Meta has sort of come out with all this is, can

6:00they actually do it? Is this possible? Will they be able to produce a product that fully automates ad creation? I don't see why not. I think it is likely to be possible. Now, AI does limited versions of a lot of the stuff they want to do already. I already mentioned this. So, AI will write your headline and ad copy variations. That's been um a thing that's been possible since chat GBT sort of made a big scene uh back at the end of 2022 and a lot of meta advertisers are now using either AI on platform or something like chat GBT to write ad copy um for them, right? They've also got

6:35some of the personalization features embedded within that. So you can have like optimized text per person options available. You may or might not be aware, but that is an option within the ad creation process where Meta can decide, for example, oh no, we're going to use this headline um as the primary text and move the primary text around and the description and we're going to tailor that to the individual. That's not just going to be decide which is better and that's pushed out to everyone. That's going to be tailored um to each person. And that's sort of like a precursor to this personalized ad process. Targeting and delivery. Can

7:06Meta automate that fully with AI? Absolutely. That's that's probably the part of this that is most advanced. Um that's been going on for a long time. And honestly, Meta does a better job than most advertisers of targeting anyway. So that is absolutely something that they can do. Ad creative enhancements already exist and will get better. I think that's one of the things that Meta needs to get better at in order to be able to provide this. So, add creative enhancements will depend on whether you're using an image or a video, but you can have, for example, image background generation, um, increasing the brightness, simple stuff like that, text overlays, animation,

7:39turning images into sort of animated videos, and that is certainly going to get better. And we already know this isn't sort of embedded within the meta ad platform, but we already know that there are tons of very, very smart people working on AI tools to produce video. So, as of the recording of this, Google V3 has just become the thing that everyone's talking about in the last um couple of weeks, and that's producing

8:02some crazy video type assets using AI. Is that going to become more and more uh widely available? Is that going to get added to other platforms? Is that going to improve? Absolutely. So I can see a scenario where advertisers can enter in certain prompts in and this is all embedded within the ad platform and video ads will be produced based off of that. They'll probably be pretty pretty poor at the beginning but they will get better over time. So I think that's a question of yes they will be able to do it and it's more when as opposed to whether or not they can. It's a it's a

8:36time frame question as opposed to is is this feasible? So that's the first thing. I do think this is possible. Secondly, can Meta do it within 18 months? the time frame that they've given. I'm pretty skeptical of this time frame. I would be very surprised if this is is available as they want it to be in 18 months. I think there might be versions of this available that still require quite a lot of advertiser input available within 18 months. But and that would really be a continuation of all the tools that are being provided and added, but fully rolled out how they wanted it where you just give Meta an

9:05image and tell them how much you're willing to pay to acquire a customer and just let Meta do everything else. I'd be very surprised if that's where Meta Ads is going to be in 18 months and it's going to take a lot longer. And I think there's a few things we need to factor in here, right? Meta is a publicly traded company. Um, they always want to release good news like all these tech companies. They're ambitious with their targets. Part of the reason for that is because they want to encourage their staff and people to make this thing happen, and I understand why, but they tend to be optimistic. You can look at

9:31many tech companies and say, "Oh, self-driving cars will be here in 5 years." And they said that 15 years ago. Like that. We've had these things before and these things typically take significantly longer than uh they initially say. I understand why, but but that's it, right? I think a more realistic time frame is at least 3 years from now, probably closer to five uh before we get to the point where Meta's providing an AI product that that does

9:54what we've what we've described, right? If we look at sort of the history of of how AI's gone over the last few years, well, chat GBT with its sort of groundbreaking AI development at the time, um that's almost 3 years ago as of the recording of this video. And yes, there's been improvements in AI, but there's still flaws. All of us that have played around with AI tools to help with particularly image and especially video creation know that many times you will ask it to create something and there will be issues. you know, ChachiB still produces images where the the text in

10:26every image seems to not quite be right. Um, I'm sure someone's going to say there's an AI tool you should be using instead that's perfect for that and yada yada yada, but we know there are still problems. And to get to the point where not only can AI produce, say video ads, taking a product image and turn that into like a UGC style video ad, all AI created, no person involved. Not just that, but to be so reliable at it that you're happy for, say, Meta to go and do that and then put that creative in front

10:53of someone without you seeing it first. Cuz there's one thing getting AI to produce a load of ads and you can go through and be like, right, the AI didn't do well on three out of five, but these two it did well with, let's use the two out of five. That's very different to this personalized ad format

11:08where you won't see the ads, right? There's no way if a 100,000 different ads are going to be created, there's no way anyone could ever review that. You have to completely trust that the AI is going to produce high enough quality ad creative for each individual person that it doesn't represent your brand badly or or doesn't just doesn't make sense and therefore is a waste of money. I think we're fighting a losing game. There'll be one stage to the point where it can reliably produce highquality, say, video ads. It'll be a whole another step before it can do that every single time and we can trust it. That is that is a

11:38long way away. And I I talk about using AI tools a lot with your Meta advertising, but I say you have to be the filter. And in order for us to get to the point where we trust Meta with what they want to do going forward, they have to get make this so good that they remove the need for the filter. They remove the need for us to go, "Oh, no. I don't want that headline variation that Meta's AI has written for me cuz I don't think that's very good, but I'll take these two." Which is what we're doing at the moment a lot. And that's with text,

12:05let alone imagery and video, which is a which is a harder thing to do. We won't get this all in one go, right? We will see this as a continuation of what we've already got. Like I said, targeting and delivery is probably the furthest along with this. Um, ad copy is also further along. And like I said, right now we're the filter. That's probably we're probably going to be able to trust it more and more as as time goes on. The image and then particularly the video side of things is going to take longer,

12:30but it won't be as jarring as it sounds. It's not going to go from what we have now all of a sudden to this new option. And when this option is added in, it's almost certainly going to be added in as an option, not as a default, not as you can't have any impact over your ad campaigns anymore. It's just going to to be this way. So, we will have time to warm up to this, to get used to it, to take advantage of the new tools that are available if you're on top of things, to be able to have a competitive advantage and and be if you're an agency or do

12:57this as a job, be able to deliver value to people that aren't familiar with these tools. And that's going to be a process that's already been happening for years, ever since I started um advertising on the platform and is going to continue to happen as these AI tools get better and more become available. So, this can all feel very daunting and the pace of change is difficult to keep up with. And if you would like me and my team that spent more than $150 million on Facebook and Instagram to help you to review exactly what you're doing, to provide realtime advice and expertise, I have a mentorship program. As part of my

13:28mentorship program, we have exclusive course material. We have tons of live calls, Q&As's, trainings. Literally, someone is available from my team for you to speak with six, seven hours a day spread across multiple time zones. We try and provide as much support as possible with my mentorship program to make it as hard as possible for you to not get great results. We want as many people to go through that to get as good results as possible. And today, 82% of people that join my mentorship program see a notable improvement in their

13:53return on ad spend within just 30 days. So, our track record is really good. If you're interested in that, you can check the link in the video description below. Click on that, come through to a page on our website and book in a free call with one of my team members to find out more

14:04about how we might be able to help. Okay, so the third question that all this brings up is will businesses actually use it where AI does the whole ad creation process. The answer to that is not as obvious as some people may assume. There will be a lot of push back to this. Initially, there was significant push back to advantage plus shopping campaigns, the automated and the targeting process. And it's taken many many years for people to slowly move over and many people haven't moved over even to this day and advance plus shopping campaigns have been around 3 plus years right and I think the bar for

14:34adopting something like this is significantly higher than it is for an advantage plus shopping campaign cuz with an advantage plus shopping campaign what's now been renamed as an advantage plus sales campaign and has been changed up recently that automates targeting and delivery but you still had control over your ads and you still had control over what was put in front of people and that is really important to businesses. How your brand is presented, the imagery,

15:00the tone, the content, the video assets. I think this is going to be particularly the case with larger brands. They're going to be very afraid of this and skeptical of this because how much do you need to trust the AI to fully produce, let's say, video content that you are happy with to go out and

15:19represent your brand? That's a high bar. We've worked with many large brands and one of the things that they are always really hot on are their brand guidelines on getting approval of everything. They are afraid of missteps in their marketing of things that are going to really hurt them and damage them reputationally. So I think this is going to be really difficult for them to sign off on and because of the dynamic personalized nature of this like I said 100,000 ads being created for 100,000 people that is unfeasible for you to check in advance. You can't get approval on that. You have to trust it. So, I

15:49think there's going to be um real real push back if you can't um review it. Meta, I I've wondered about this for a while thinking about these tools and speaking with Meta, the way they're going to seek to address that is with brand guidelines. So, you can add in brand guidelines and say like, look, we want this tone. Don't do this, don't do that, don't do that. Um and that will help with that concern that a lot of businesses will have. Will it fully

16:12overcome it? I don't think so. So, I think we're going to see some tentative testing when it comes out, gradual adoption, but for there to be widespread adoption, I think it needs to produce significantly better results than not using it. And I think smaller businesses are more likely to adopt it than large ones because smaller businesses don't often have the resources, the time, the money, or the expertise to produce high quality ad creative anyway. So, they're more likely to trust the AI process or or or be in a position where they have to because they don't really have a choice. They also have less reputational brand risk. If

16:46they're an unknown entity within their space, for the most part, there's only so much brand damage you can do. Whereas, if you're a big name and you're known for a certain thing and then you have ads that go out featuring, you know, the wrong tone um you know, the the the wrong feel, like that could be a real real issue. And like as these plat as this tool improves, like who knows what's going to happen in 20 years time, right? But do I think all is going to be

17:09doing this in 5 years time? Like no way. There's no way a lot of the bigger brands are going to be willing to trust this. I just uh can't see that happen. And that leads me on to the next question, which is perhaps the most important. What does all this mean for meta advertisers? So, people in my audience are a mixture of, you know, business owners that run their own ads, and that's potentially an area of competitive advantage for them because they're better at running ads than their competitors. A lot of people in my audience work for agencies or own agencies or work for businesses running

17:36um ad meta ad campaigns and and that's a big part of their job. But a lot of them are understandably afraid that this will either replace them, make them unnecessary, or in the case of a business owner that runs their own meta ads and that's competitive advantage for them, that they will no longer have that competitive advantage if everyone just has the same access to all the same um you know AI tools and and that's that, right? I understand the fear and the first thing I'll say is that like who knows if that's going to happen over the next 20 years like will there still be a

18:04massive industry of meta advertising in 20 years time? Like very hard to predict. There was no meta advertising 20 years ago. So thinking out 20 years time is is really difficult to do, possible to predict. But over the shorter term time frames like let's say over the next 5 years which is quite a long time within this industry. In some industries not at all uh but in this industry um it is I do not think that's going to happen. I do not think meta advertisers are going to be unnecessary or replaced. There's a few reasons for that and I want to I want to uh to run

18:32through that. Okay. So firstly, if you know how to use these AI tools, because like I said, we're not going to jump all the way to the end situation that Meta wants where you just upload an image and a budget and go there. There's going to be a continuation of added AI tools. And actually, whilst that end destination sounds really simple, the meta ad platform is getting more complicated as these things are added right now, not less. So if you understand how to use

18:58this, that is a very valuable thing. That is a valuable thing that other companies are willing to pay for for a service or people are going to hire for because it's still going to be one of the most important things to a business is how well they can acquire customers. That's always going to be the case. And if a lot of their advertising is done through Meta, which many businesses are one of the biggest along with Google, the two biggest um ad platforms in the world by far, then it's still going to be really really um valuable. And actually, I think a lot of these AI

19:24developments because it's going to be stepped are going to be fantastic for those of us that work in the industry in the short run because what it's going to allow us to do is get more done quicker, get better results faster, just like ASC meant that we no longer had to worry about targeting in some cases. We got better results. Meta's got the data on that. So, we could focus on the things that really matter on the the other parts like if the AI does that better than me, let the AI do it. I'll focus on this. That's where I get back a better advantage. and not worry about everyone

19:53else who's messing around with uh all this stuff that no longer needs to be to be messed around with. Right? In the same way of thinking about it like let's say when Excel was introduced, it didn't replace bookkeepers and accountants. It made them a lot more efficient which allowed them to get more work done, take on more clients, grow businesses, etc., etc. So, in the short run, I imagine this will be um quite beneficial if you know how to use the AI tools because you have to appreciate that many of your clients or bosses or whatever your structure is are not going to know that or if you're running ads for your own

20:24business, your competitors might not know it. If you can use it, you get competitive advantage and that would be a really good thing. So, as long as you stay on top of things, so make sure you subscribe. I'll try and keep you up to date. That's going to be really beneficial. And then there's another sort of that that one that thing I just talked about that might be solved over the long run because if the AI just fully does it then like okay that part might go away but definitely more than 5 years in my opinion probably a lot longer than that like I said who knows

20:47in 20 years time. This next part I don't see how this gets removed as as a really important reason to have meta advertisers and sort of marketers more broadly and that's that one of the primary jobs of a marketer is to differentiate the offer versus the competition. That is absolutely key. If you've been advertising a while you will know that if you just present the same offer as your competitors it's not going to work. You're not going to get great results. You have to find a way to differentiate. That might be with a brand story. It might be with uh emphasizing a different um product or

21:22service. It might be with working with creators and people have influence. There's all sorts of ways that that could be done. But that is absolutely essential part of of what marketers do. Now, if everyone has access to the same AI tools, there's no differentiation. If everyone's doing what Meta says and they're um uploading a product image or like a service based image or something like that and telling them how much they're willing to acquire a customer, where where's the differentiation? There isn't any. And I cannot get my head around a marketing landscape without differentiation. Like I just don't see h not only do I not see how that works, I

21:58don't see how that's even possible. I don't see how brands don't try and differentiate themselves. And that's going to be a huge role of the marketer. So maybe it'll be that Meta's AI does a ton of the ad creation process, but it's the marketer's job to provide the AI with the right information, the right brand guidelines, the right um prompts in order to produce a brand feel and like a marketing ecosphere that is unique to that brand and differentiated and and that these sound like sort of wishy-washy marketing words. They're really not. If I was to say like think of a brand like Red Bull, that is you

22:35what do you think of? You think of like extreme sports and visuals and amazing things and like that's that's like what you that's what you think of that's differentiated marketing and that is absolutely essential to the success of that company. There are very smart marketers that have cultivated that over many years to get that brand in a position where it is. So yeah, I cannot see that part going away. I I can't see a world where that is not really valuable at least for the rest of my career. And then the third reason why I don't think meta advertisers are going to be unnecessary or replaced in say 18 months, which is

23:11where Meta thinks they're going to be able to do this. I'm not quite sure that's going to be possible. Um it's because of what Meta is saying. And I'm going to run through that in a minute, what they're doing, cuz that is a really good indicator of what they believe is going to happen um going forward. Before I do that, I want to quickly let you know about Hyros. Hyros is the best tracking and attribution software for Facebook and Instagram ads. It's a software that all the big players, including myself, use. I use it to track

23:36the results I generate from my own ads. I also use it for all my organic content as well, which is really useful. So, someone comes through and books a call for our done for you services, for example. I can see exactly where they came from with a lot of accuracy, and that allows me to make decisions in my business, which is really, really helpful. And let me quickly show you how important this is. So, I'm in my Hierros dashboard. Um, I've isolated one of our meta ad campaigns and I've created a report for it so we can see the data and you can take a look at this. So, this

24:02campaign spent just under £2,000, generated £15,000 in revenue. But here's the really important bit, reported versus revenue. And in this column, we can see £12,000. Now, what that means is that out of the £15,000 that this campaign has actually generated, Hyros has been able to report on the full 15,000, £12,000 of which Meta was not originally able to see. So, if we're just looking within our Meta ADA account, not using Hyros, we would have seen that £3,000 of revenue was generated from this campaign. And that is not true at all. That is a much much lower rorowass number than the actual

24:37£15,000 of revenue that was generated. For a number of years now, Meta's ad tracking capabilities have not been as accurate as they once were because all sorts of privacy regulations have come into effect and it's only heading that way. It's only becoming more and more difficult to get accurate data and uh and track our results as we need to be able to do. This is a relatively extreme case and the reason why is because Meta has a 7-day maximum attribution window and this is an ad campaign that's retargeting for one of our services that people usually take a lot longer than 7 days to make a decision on. So someone

25:07clicks on an ad, they often won't convert within 7 days. Meta is simply not able to see that data and that's where Hyros comes in. The important thing is that you need accurate data and Hyros takes care of that. So if you want to get better results from your Facebook ads without actually having to touch

25:20your ads, go ahead and sign up to Hyros. There is a link in the video description. So a couple of weeks ago I went to Meta's performance marketing summit in San Jose um in California and it was an invite only event and it was for uh basically big spenders. So people who work at agencies spend a lot of money or uh people who work sort of within businesses that that spend a lot of money um on meta ads and I'm fortunate enough to be a Meta megaphone partner basically like a brand ambassador for for Meta Ads. So they flew me out there and I got sort of

25:47special access and it was it was a fantastic event and really glad that they uh that they did it. But well firstly, if Meta truly believed that they would have these AI tools in place and the Meta advertisers would not be necessary anymore, they would not be putting on events like this now because this is all very much targeted at helping us advertisers get better results. And the whole event was around that and giving us advice and how like I'm going to share a bunch of things from from um the conference by the way uh shortly. Um, so they they wouldn't be putting on those events if they didn't

26:19think that we were going to be necessary um, shortly, right? Two main focuses that they wanted that I had as takeaways. I'll get into more specifics, but two main focuses. One was creators. So Meta's really pushing using creators within ads and they're saying that far more businesses should do this. On average, they get better results. Had all sorts of statistics that that I will share. So that that creates two

26:41questions or two thoughts, I should say. Firstly, that's probably going to be an increasingly important role for meta advertisers is finding creators, influencers to work with, to partner with. I've been talking about this for a number of years. I think it's really um valuable. Meta sees that as a big part of our role, those of us that that work in the industry um to get better results, right? So, Meta sees that as part of our role going forward. Meta also clearly sees that there's going to be lasting value in creators in influencers and if if they imagined a world where AI was just going to do all the ad creation

27:16again they wouldn't be putting time effort resources into making creator ads easier because in that world that would be unnecessary. So they clearly Meta clearly don't think that's going to happen. They still think that creators are going to be a thing. People with personal brands are going to be a thing and that's going to be really valuable going forward. Meta recently um been pushing their creator marketplace, which is fantastic. By the way, um I've got a video all about the creator marketplace, how you can use it to find influencers to go in your ads. Fantastic tool you can find and it's free, available to to advertisers. Um you can find people, you

27:47can see all their relevant stats. Like definitely go ahead and check it out. There's a video on my channel you can find to go ahead and and uh give that a watch where I do a full sort of walk through and uh and a breakdown on this. Um so Meta really pushing this. They don't clearly think that AI is going to replace all creators or think that us advertisers aren't going to be involved in the ad creation process at all

28:07because they wouldn't be pushing this. And there was a real emphasis on on uh on creators. And that matches up with what I feel about the influencer space, people with personal brands like myself going forward is that yes, there will be some AI influencers. There'll be specific use cases, but I don't think that's going to dominate the landscape. Not for a long time. Maybe future generations that grow up with AI

28:26influences and it's completely normal. maybe they get there. But for a while at least, I don't think that's going to happen because I think the human connection is important. I think following people that you know are people that have a backstory that you might meet one day. You might meet at like me for example, you might meet at a a conference. Many people came up to me at this conference and said, "Oh, I've been watching your stuff for years." And like that's great. Like without that

28:46connection, I think it's it's difficult. And one of the examples and one of sort of justifications I give to that opinion is think of professional sports. Like we could create robots that play sports and are much better. They're faster, stronger, can tackle harder. But like would people care as much about that? I don't think they would. I don't think it would be as interesting. It wouldn't be as engaging. There's not that there's not the jeopardy there. There's not the story. There's not the emotion because the robot doesn't really care whether it wins or not. we whereas the person you can see that athlete oh they tried their

29:20whole career and they finally got it or they just missed out and like that that's really important. So I think that's a good example as to why creators are going to continue to be a thing and I think it's going to be a big role of meta advertisers to work with creators and and bring on the right ones and and in integrate that within your marketing

29:38and and how your brand um is presented. Okay. The second major thing that was really sort of drilled home at the performance summit, performance marketing summit was data and meta was really emphasizing the importance of the data input, being able to feed the AI tools to get the best results possible. Obviously, there's the basics like install the meta pixel and get the conversions API set up, but then they went on to talk about more complex things. Um, and that's somewhat tailored to the room because these are big spenders and companies with the resources where they're talking about different attribution models and incrementality. I'm going to be talking

30:11about this in more detail. I just want to more cover the the Mark Zuckerberg comments and the future plans and and how this ties in. So, I think that's going to be another major focus of meta advertisers, marketing agencies, people who work for companies, people who do this for their own business is working hard on improving the data inputs because that's going to help feed the AI tools and get you better results. That's going to be another really important um role. If Meta didn't feel like it was necessary, they wouldn't have just had put on this big event and spent a huge amount of money on it, I'm sure, and and

30:43dedicated a lot of resources and internal communication, external communication around all the like they wouldn't be doing all all these things, right? So, they clearly think that's going to be um a valuable thing going forward. By the way, I'm going to be sharing a lot more detail around what I learned at the Metformance Marketing Summit. We got sort of also invited to do like a closed door session where we were told stuff that's not publicly widely available, which I'll be able to share shortly. um which is also really

31:06exciting and some some crazy new stuff. So, make sure you subscribe for that. Keep an eye out for my um next few videos because I'll be going over a lot of the stuff that was covered there and some really wacky things. Not just stuff that might be available 18 months I think is going to take a bit longer, but also stuff that's going to be available any day now that is kind of mind-blowing

31:22what uh Meta is going to be able to do. And finally, as we've been talking about creators, I'd strongly recommend you check out this video. I talk about why using creators is so valuable. Get someone who's brilliant on camera to produce your video ads for you. That's a no-brainer. And someone who has influence over your target audience. It's a great way to get significantly better better ad results. I demonstrate it all in this video here. So go ahead and check it out